Rare mikan (mandarin oranges or tangerines) that were on the brink of extinction are once again showing up in markets in the Higashi Kishu region in Mie Prefecture, a major citrus growing area.
Mikan growers and sellers are attracted to native mikan brands as a way to differentiate themselves amid an increasing threat of further liberalization of the orange market, as Japan and the United States may start negotiations on a bilateral free trade agreement.
Japanese farmers fear the agreement could result in an influx of oranges from the United States that are more cost-competitive.